News detail

New marketing campaign launched to target youth market

State Government, through Tourism WA, signs new agreement with STA Travel

Campaign to target youth market in the UK and Germany

Premier and Minister for Tourism continue to promote WA during their UK visit

The McGowan Government, through Tourism Western Australia, and STA Travel have today launched a co-operative marketing agreement targeting the youth market in the United Kingdom and Germany to help boost WA's tourism industry.

Premier Mark McGowan and Tourism Minister Paul Papalia, who are in London promoting Western Australia as part of the start of the London-Perth direct flight, met with STA Travel representatives to launch the campaign, which aims to inspire the youth market to book travel to Western Australia.

The joint marketing agreement, which follows on from the recent Working Holiday Maker (WHM) campaign in the UK, runs from April through to August this year.

The WHM campaign, which is running throughout March, involves a partnership with MTV and includes seven videos showcasing opportunities to work and travel in WA. The campaign also includes window posters and adverts running on STA's LCD screens in-store, and on its social and digital channels.

MTV created the videos, images and blogs to promote Working Holiday Visas, promoting Western Australia in a style and format that appeals to the 18-35 age group in the UK.

This material is being shared across MTV's media platforms to drive traffic to STA Travel's website, where a range of deals and packages are hosted.

During their UK visit, the Premier and Mr Papalia have promoted WA during their brief stay in London, which has included media events at London's Euston Station, Heathrow Airport and meetings with senior representatives from the UK's leading tour operators.